Prahlad focused his talk on explaining the difference between an idea and an insight, while conceptualizing an advertisement campaign. He gave examples of Liril Soap, Maggy Tomato ketchup and many more. In this post I’m sharing few behind the scene information Prahlad Kakkar shared with the audience about an old Pepsi commercial showcasing street kids with a mask, which he directed.
- Since street kids do not have the affordability to buy a Pepsi, he was under pressure to use professional child artists or rich kids. But Prahlad insisted that the insight is not to promote Pepsi, but promote the aspirations (Yeh Dil Mange More!)
- The kids never knew that Sachin Tendulkar will be there in the ad. They came to know about it only when they found him behind the mask. Hence the expression of surprise on their face was natural. “I told cameraman- you HAVE to get this shot right, because we can never have a retake of this, as element of surprise will be lost”- Prahlad recalls.
- The song used in the ad (Chodke bandhan, todke taalE…), and the video individually weren’t that great. But their combination made it deadly. That is how you make 2+2 as 22- Explained Prahlad Kakkar.
Overall it was a very good session. Also Read: Sandhya Ravishankar's workshop on Broadcast Journalism